On May 4, 2009, Frankford Hospitals, a name synonymous with premier healthcare in our region for more than 100 years, became Aria Health. The name change was backed by a powerful media/PR and advertising campaign which has quickly familiarized anyone in the area with the new brand and vision for the health system.
However, on May 13, 2009, just nine days after the big announcement, the HR team was set to host a job fair for Physical and Occupational Therapists. We quickly had to get the word out to the right people that Aria Health (Who?) was hiring.
Working within a short window and a set budget, the usual media suspects – email blasts, banner ads, postings and yes, even our old friend print – were planned. Our plan took advantage of once unheard of packages with the media (click here to read my previous post on that subject) that guaranteed plenty of exposure. In addition, I also suggested to Aria Health, what better way to capitalize on the tools of the trade – and build their new brand – than to add a landing page to the mix.
Landing Page: A page intended to identify the beginning of the user experience resulting from a defined marketing effort.
It’s not a website, it’s a single page on the web that delivers relevant information to the people you want to connect with. In this case the relevant information was focused on three things – the new name, a brand new unit (that created the openings) and the recruiting event.
I asked Judy Mazess of Aria Health HR why she made the decision to green light my recommendation and she replied, “I needed a quick way to announce a larger amount of information – our name change, a new service coming online, and an open house for interested applicants. Combining the landing page with an email blast, banner ads on targeted sites and print ads gave us a powerful tool in a short amount of time.”
A great feature to their page: I added ability to capture the email address of interested candidates I like to refer to as “job browsers.” Adding this simple feature gave Aria Health the ability to connect directly with candidates that are particularly interested in these openings, but may not want to go through the application process on their ATS. By capturing the lead, the email addresses are now part of a growing database for continued communication. Candidate relationship management tools are important and often forgotten! I couldn’t agree more with this point of view – click here and read more.
A second landing page for nursing soon followed with Judy commenting, “We experienced success with our first effort. We filled several therapy positions in a short period of time.” Not only that, the URL is theirs to update at any time to adjust to changing needs and campaigns. And when you bring SEO into the mix (more on that here and in future posts) combined with the expense – the landing page was less than any of the individual media buys we made – a landing page or two or three … should be part of your next targeted effort.
